Running head: CASE WRITE UP1Aquafresh White Trays Case Write UpNameCourseUniversityCASE WRITE UP2Aquafresh White Trays Case StudySituationGlaxoSmithKline plc (GSK) is one of the leading pharmaceutical companies in theworld. This company also has a huge stake in the consumer goods market with one of its mainbrand being the Aquafresh toothpaste. Although the company is large and knowledgeable itemployed a number of strategies that enabled it to attain success for the Aquafresh product in amarket that had already been dominated by P&G and ColgateProblemsAlthough GlaxoSmithKline (GSK) was already in the oral care business market courtesyof its product Aquafresh competitors such as P&G were drawing in a bigger market share withgrowing demand for teeth whitening products. The great interest in these products was howevermarked with customer complaints on the products a ...
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